Chanel Sues High-End Vintage Store For Retail Knockoffs And False Advertising

By Prosyscom
In March 16, 2018


Image via Martin Good /

Chanel has filed a lawsuit against What Goes Around Comes Around (WGACA)—a prominent secondhand store that boasts celebrity customers such as Kendall Jenner, Rashida Jones and Rachel Zoe—in hopes the latter would face consequences matching its name.

The fashion house claims that WGACA has been selling fakes and deceiving customers into thinking it might be in partnership with Chanel. It is now suing the retailer for trademark infringement, false advertising, and unfair competition.

“Through its business advertising and practices, Defendant WGACA has attempted to deceive consumers into falsely believing that [it] has some kind of approval of or relationship or affiliation with Chanel or that Chanel has authenticated WGACA’s goods in order to trade off of Chanel’s brand and good will,” the filing reads.

Chanel mentions the ‘#WGACAChanel’ hashtag used in WGACA’s social media accounts, accusing it of piggybacking on the luxury brand’s prestige.

It also criticizes WGACA’s “100% Authenticity Guaranteed” label. “Customers considering purchasing purportedly Chanel-branded items from WGACA are, in fact, relying solely on WGACA—not Chanel—to guarantee ‘100% authenticity.’”

Furthermore, while the Federal Trade Commission (FTC) defines vintage items to be at least 50 years old, many of WGACA’s “vintage” pieces are purportedly under 20 years old.

WGACA also packs clothing in Chanel-branded packaging, which Chanel believes can fool customers into thinking that the two have forged a partnership, when the high-end brand has “explicitly refused” to collaborate.

Chanel is seeking the prohibition of these activities and a report of the sales and profits made from WGACA’s Chanel products, on top of damages and attorney’s fees.

In response to the complaint, WGACA’s Vice Chairman Frank Bober told The Hollywood Reporter, “We assure you that nothing can be further from the truth. We believe the allegations are completely unfounded and we intend to vigorously defend ourselves.”

[via Hollywood Reporter, images via various sources]


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